The HAWK EYE GroupHillcrest High School

Strategy and Campaign Idea

Creative

Out of Home / Print

Social Media Activations

Event Activations

Conclusion

Contents

2

Objective: Educate and motivate people to recycle more!

Creative Challenge: How do we make the activity and the idea of “recycling”, relevant and simple, for our audience?

Audience: Sporadic recyclers who would enjoy fun Do-It-Yourself projects

Campaign Strategy

3

Big Unifying Idea:

Keep America Beautiful helps recycling

be fun, simple, and beautiful

Campaign Line:

“GIVE YOUR TRASH A NEW CYCLE”

Call to Action:

“Learn how at www.IWantToBeRecycled.org”

Creative Solution

4

5

6

7

Current Social Networks:

Facebook - 29k fans

Twitter – 1,300 followers

YouTube – 94 subscribers

Tumblr

We suggest that you continue to share interesting recycling activities around the idea of items becoming something more beautiful and use of #berecyled hashtag

We also propose that showing and highlighting how recycling can be fun, simple and beautiful will motivate people

Propose creation of a new Instagram account (more mobile friendly and artistic Social Media platform.) Encourage users to post pictures of their fun, simple and beautiful recycled creations and use of #NewCycle

Propose use of new hashtag, #NewCycle on all platforms to unite the community and platforms around the new campaign theme

Social Media Activation

8

“Pop-Up #NewCycle Shop”: Temporary store where people can take their recyclable trash Join a Free Workshop and use all available recyclable trash to

create new and exciting items, such as jewelry, clothing or home decorations.

“On-The-Go #NewCycle (electric) Truck”: Electric truck will showcase fun and innovative recycling created

objects, bringing our ads to life. People learn all about recycling and can also submit their most

interesting recycled items to win a #BeRecyled bicycle.

Event Activation

9

#NewCycle recycling will work because it encourages people to:

Create a “new” beautiful item from an old one

Be innovative and have fun doing a DIY project

Learn how simple recycling can really be.

Conclusion

10

The HAWK EYE Group

THANK YOU!

GRACIAS MERCI

DHONOBADMESI